Fortified ‘Hipsters’ kick-start British Sherry revival
Move over craft gin, craft ale and Negroni: a new drink of choice for Britain’s ‘hipsters’ has started a turnaround in the fortunes of one of UK’s overlooked tipples of recent years: sherry.
Sales of sherry in the UK halved between 2002 and 2010 but new figures from Majestic Wine now reveals that drier, premium styles are enticing new hipper audiences to the world of fortified wine that was once the preserve of Britain’s Grandmas.
Majestic Wine today reports an astonishing sales increase of 46% in the category year to date, with premium Sherries in the £10 – £15 range up a whopping 71%. And the most welcome revelation for fortified wine brands is that it’s a younger generation of enthusiasts that’s making the difference.
Premium sales of sherry have been tipped to grow over 18% in the coming years, according to the IWSR (the leading source of data and analysis on the beverage alcohol market) as the market catches up with the resurgence. Majestic is keeping ahead of the curve by boosting its online range fortified wines for next day delivery.
“Good sherries are high quality, food-friendly wines that are tapping into the changing preferences of the generation that light the fuse under craft ales and craft gins,” says Joe Aylmer, Sherry buyer at Majestic. “It’s no longer a social faux pas for hipsters to drink sherry in tapas bars, as part of a cocktail or simply served ice-cold on a hot summer day or with tonic or as a low ABV alternative to G&T. It’s a complete reinvention of the style.”
Best sellers including ultra-dry Manzanilla styles, Tio Pepe which, when mixed with mint, ice and soda water, makes a refreshing summer cocktail and Amontillado with tapas, manchego cheese or paella.
About Majestic Wine Retail – The UK’s largest specialist wine retailer, with 210 branches in the UK and 2 in France. We help people find the wines they will love through over 900 highly trained, specialist store team members.